Streaming platforms adopt syndication, challenging content exclusivity

Streaming platforms are shifting their strategies by syndicating content instead of focusing solely on exclusivity. This trend is changing how viewers access shows and movies, allowing them to find the same titles on multiple platforms. For example, Sony's popular show CID, which started in 1998, is now available on Netflix. Major companies like Warner Bros and Dharma Productions are also sharing their content across different streaming services. Public broadcaster Prasar Bharati plans to use content from Lionsgate and Eros in a non-exclusive way for its new OTT platform. Experts believe that while exclusive original content will still be offered, older or less notable titles are more likely to be syndicated across various platforms. This strategy helps platforms reach more viewers and generate higher revenue from ads and licensing fees. However, there are challenges. Sharing content widely can dilute its unique value and affect brand loyalty. Viewers might question the need to pay for premium subscriptions if the same content is available elsewhere. Syndication might also lead to fewer subscribers and engagement for a specific platform. The current trend indicates a blend of exclusive and shared content may be the most effective. High-value original content could stay exclusive, while other titles can be monetized through renting or licensing deals. Platforms that aggregate content from multiple sources see this as a chance to enhance user experience. Companies like Dish TV’s aggregator, Watcho, aim to simplify access to a wide range of entertainment. As content syndication expands in India, experts predict it will help companies manage costs and improve viewer engagement.